Smaller screens attract higher engagement rate in Asia, says Appier
Taiwan-based marketing technology company, Appier has published Asia’s first cross-screen research report, providing insights into how users interact on multiple devices. Appier has based the report on actual user behaviour data from its campaigns in H1 2014.
According to Worldwide Market Forecasts and Analysis , as people’s consumption of media across different devices continues to grow at a strong rate, the cross-platform and mobile advertising market is forecast to grow from USD 15.3 billion in 2013 to USD 76.57 billion in 2018, with Asia Pacific expected to be the biggest market.
“The report reveals how incredibly complex the modern marketing environment is, as well as the growing importance of cross-screen targeting in the marketing mix as consumers spend more time on multiple devices. Appier’s technology allows marketers to deliver highly personalised, relevant and well-timed content to people on the right device. At the end of the day, ensuring that great user experience is what adds value,” said Chih-Han Yu, Co-Founder and CEO at Appier.
The report looks at data from Appier campaigns run in 10 markets across Asia in the first half of 2014.
Some of the key findings from the report include:
#1 Cross-screen is becoming increasingly important given the diverse user behaviours and patterns across devices
#2 Usage of smartphone vs. tablets is highly dependent on time of day & day of week.
#3 Consumer preference for screen size is shifting towards the middle; there is a growing number of larger mobile phones and smaller tablets.
#4 CTR (click through rate) performance also varies drastically based on screen size and device type.
#5 Native ads perform better than other ad formats in SEA. This is in stark contrast with the rest of the region, where rich media tends to yield higher engagement rates.
Based on real user behaviours and patterns across different devices, the report includes findings from Southeast Asia including markets Indonesia, Malaysia, Singapore, Thailand and Vietnam.
